Proposal description
Project Constellation: A consumer-focused Dash Explainer Video
This proposal is for a new explainer video aimed at consumers.
This proposal is for a new explainer video aimed at consumers.
Why this proposal?
We believe there is a need for a new explainer video.
Why do we need another?
The existing video is packed with technical language, and is probably difficult to understand for most people. According to this study, only a third of people can complete computer tasks of moderate complexity: https://www.nngroup.com/articles/computer-skill-levels/
If Dash is going to go mainstream, we believe there is an urgent need for a video that:
1.) Concisely and accurately explains what Dash is.
2.) Has limited to no technical language.
3.) Makes an emotional appeal, with a strong call to action.
4.) Appeals to both men and women. Since 90% of people interested in cryptocurrencies today are men (based on our own YouTube analytics), but women make many important financial decisions at home, it is crucial to target women too. The cryptocurrency that wins over women, will rule the world.
5.) Is easy to translate into different languages, and is culture and race neutral.
Treatment Document:
https://drive.google.com/open?id=1xkSKJPgZnSbj9duHb20zpsslib_Ve7_9
Budget Breakdown:
Proposal Details:
We believe that Dash has the best technology to capture the cryptocurrency payment market. The problem is that Dash does not yet have the brand recognition and network effect that competing currencies have.
The solution is consumer targeted advertising.
With the help of the DAO, we were able to produce a live action + VFX TV commercial titled “Border-Free Love”, which we are very pleased with, and hope to see flourish into a flagship piece of media for the new Dash brand.
What we propose today comes from a place of continued refinement and focus in our existing media production strategy.
We propose the production of a new explainer video, which focuses on the end user experience first, and distances itself from the hyped-up “get-rich-quick” hooks of other crypto/ICO marketing campaigns currently on the Internet.
This video will explain what Dash is, and why it is superior to other payment systems. It will reference our previous ad, Border Free love, with regards to the use of visual metaphors. It will be exactly 90 seconds long, and will be designed to work alongside the “What is Dash?” explainer video, while being able to occupy the exact same time slots.
This will add to the growing catalogue of Dash advertising material, giving DAO-affiliated content distributors even more choices of what they want to put in front of their intended audiences.
About Eralith Studios
We started Eraltith Studios about a year ago in order to produce quality advertisements for the Dash DAO. We have successfully completed two projects. Those two adverts have had more than 1.7 million views in total. They are on our YouTube channel here:
https://www.youtube.com/channel/UCxzPzKcgCCi8JY8dHfaA7Xw/videos
We have recently finished production on our third and most ambitious proposal, Borderfree Love. Watch it here:
(Note that this edit does not have the final voice over and text overlays yet. We will start distributing Border-free Love as soon as the first Evolution wallet is available to the public.)
You will notice that our work shows a very sharp upward curve in production quality: This is the direct result of the DAO entrusting us with more funds.
Eralith Studios will be writing, producing, and directing this explainer commercial. We aim to keep the direction of this explainer congruent to the new Dash corporate identity, as well as our previous commercial, Border Free Love. Eralith Studios has partnered with two of the leading content creators in Cape Town, to bring this concept to life.
The Video Theme: Dash is financial freedom
Visual Touchpoints
1.) In our visual communication of the concept of blockchain, we morph the hard edges and rigid lines of physical computer circuits into an image of a star constellation that connects users. The message is that Dash transcends mere technology to become a symbol of common direction, purpose, and hope. We aspire to the stars - and Dash helps us to reach them. This transformation happens when we transition from the purely informational part of the video, to the emotional hooks.
2.) We show ordinary people doing ordinary transactions, in a compelling artistic style.
3.) The Dash Bird signifies freedom: The freedom to transcend traditional borders of institutionalised financial thinking, old financial constraints, and even physical international borders.
Production partnerships
1.) Blink Tower
We are contracting Blink Tower for script and storyboard consultation. They have eight years of experience in the production of infographics, and have have extensive research on what works and what does not for infographics about financial products.
Their demo reel is here:
2.) Tulips and Chimneys
Tulips and Chimneys are known for their unique creativity and individualistic art style. As most of today’s explainer videos seem to be cookie cutter productions with the same old style and overall feel, we decided to contract a company that can truly break new artistic ground in the field. It is important that the video’s style supports the information in the script, but it must also provide the strong emotional hooks that are necessary for client conversion. We also want this explainer to speak to both men and women. We believe that Tulips and Chimneys have the unique capability to do just that.
Their work can be viewed here:
http://www.tulipsandchimneys.tv/projects/film-television/
Localization
We have decided to focus solely on an English version for the initial production of this explainer. We will make future proposals for localization based on demand.
Distribution
We have decided not to budget for distribution during this cycle. The video will be freely available for other DAO contractors to distribute as they wish. Moving forward, Eralith Studios will make separate proposals for distribution.
Production Milestones:
June 3-21: Write and finalize script over the course of several collaborative meetings. Record Voiceover.
June 21 - August 21: Produce explainer animation. Mix and master audio.
August 31: Deliver 90-Second Explainer to DAO for distribution.
Thank you for your time and consideration. We are very proud of the work this community does and will continue to strive for quality in all our projects.
-Pieter and Thomas
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Discussion: Should we fund this proposal?
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I would like to see more videos with this bird and that people associate the image of Dash with the speed of the blue bird. Being able to convert this into a pet, this allows parents and children to understand the advertisements.
On the other hand, to explain Dash, I think we should put the focus on explaining it: A decentralized FinTech project based on blockchain technology.
And put the focus on its unique, disruptive and differentiating feature: InstandSend.
In addition, I think the ideal would be to focus on explaining it to companies that are dedicated to export, since they are high-value targets.
And these videos can be used by the working groups of the dash community in all parts of the world.
"Border-Free-Love" | A Dash Evolution Live-Action + VFX Commercial | by Pieter_Eralith
https://dashwatch.org/files/1525037254354.pdf
The 'women' thing will come with a much more established payments system. Women are lining to become brick layers, sewerage pipe repairers or garbage collectors in their droves. Finance and blockchain work are not human facing like psychology, childcare and nursing.
It may also be worth noting that women still make up 85% of consumer decisions. Purchase power and finance management are closely linked. We believe these stats are too significant too ignore.
Yes for me.
solarguy
We sorely need this.
I fell in love with your previously produced ad Border Free Love. Really incredible.
This problem is universal to the budget system and not unique to our specific proposal. It would be interesting to get answers from other proposal owners as well.
The way we have handled it in the past:
When Dash depreciated with one of our previous proposals we used less freelancers and did more work in-house. Our deadline was delayed but we delivered at the quality promised. After completion of production, Dash appreciated again and there was extra money available for youtube distribution.
In our last production, Borderfree Love, Dash appreciated substantially during production. We used the extra funds to add a child to the script. Working with children in movie production is hugely expensive, not because of fees but because of regulations. We had two children on set the whole time, and shot everything twice! Also the production value of the sets and locations were substantially increased.
Lastly, earning Dash at a certain USD value is the same as buying it at that value. It is a gamble whether it will go up or down.
We have to pay our contractors in fiat, so there is considerable personal risk involved. The last thing we can afford is for the local industry to mark us as a company who do not pay their contractors.
In the end we have nothing but our name.
solarguy
Good luck, I loved you video!